The take away from the information below is to respect the consumer, have clear opt-out procedures and carefully manage the quality, relevance and volume of messages that you send out.
Nobody wants to receive unsolicited messages of any sort. However, when consumers have previously shown an interest to a product/service, and have ‘agreed’ to further communications from a company, they welcome, or at least, don’t mind receiving the text messages as a form of communication from you. For example, regular DVD renters are very receptive to discount vouchers on their next DVD rental.
The following graph is from a survey of 5,000 people who have been exposed to 150 campaigns in a 12 month period. The data shows messages from opt-in sources are among the most highly acceptable forms of advertisement to consumers.
Once customers are comfortable receiving messages, research has shown that they would opt for more, with recipients electing to receive an average of 12 messages a month. However, the receptiveness to frequency is highly correlated to the relevance. Messages must be well targeted.
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